Half of the checks below are measured by a machine, half need a real human. Mixing them is harmful: numbers look convincing, but the human checks are usually what kills conversion.
1. Speed and tech (measured)
- LCP under 2.5s on mobile 4G, not on your laptop.
- CLS under 0.1: nothing jumps when fonts and banners load.
- First screen under 1MB, hero image compressed and in WebP/AVIF.
- No console errors and no 404s on static assets.
- HTTPS, HSTS, correct canonical and a single H1.
2. The 5-second offer (checked by humans)
- A stranger can say what you sell and to whom after 5 seconds.
- The headline is about the customer's outcome, not your tech.
- One primary button above the fold, not five equal ones.
- It is explicit what happens after the click (demo? payment? email?).
3. Trust
- Company name, address and a contact exist — not just a form.
- Testimonials with faces and links, not anonymous "John D., CEO".
- Price is visible, or it is explained why it is not.
- Privacy policy and terms actually open.
4. Forms and conversion
- Only as many fields as the first step needs — no more.
- Validation errors are readable and shown next to the field.
- There is a loading state: double click does not create two leads.
- After submit it is clear what happens next and when.
- The confirmation email does not land in spam (SPF/DKIM/DMARC).
5. Mobile
- Buttons are at least 44x44 px and not hidden by a fixed bar.
- No horizontal scroll on any block.
- Text is readable without zoom, contrast at least 4.5:1.
- The cookie banner does not cover the primary button.
6. Analytics
- Goals are set before traffic: click, lead, payment.
- A UTM scheme is fixed and every external link is tagged.
- Verified in incognito that events actually fire.
What next
The technical checks are covered by an automated roast: it measures speed, accessibility and SEO, and marks separately what is a fact and what is an AI opinion. The human checks are covered by real testers. Roast my site · Scoring methodology